Benetton Group S.p.A.'s controversial advertising campaigns have earned the ire of several consumer groups. The use of non-conventional soft-sell techniques prompted people to question the relationship between Benetton's advertising and its clothes designs. One of the more controversial ads, for instance, portrays a black child as a devil and a white child as an angel. The ad's allusions to racism and other social statements have been tagged as too revolting. Benetton, however, claims that such social hang-ups exist only in the minds of the consumers and that clarifications on such matters might only be ignored by an outraged public.
Publication Name: I.D.
Information content and consumer readership of print ads: a comparison of search and experience products
A study was conducted to examine the interplay between the advertisers' provision and consumers' readership of information. The result from the study reveals that the interplay is positive for the search products, negative for the convenience products and nonsignificant for the shopping products.
Publication Name: Journal of the Academy of Marketing Science
- Abstracts: Global foreign investment insurance: the case of MIGA with comparisons to OPIC and private insurance. IPC Holdings, Ltd. (IPCR)
- Abstracts: The information content and usefulness of the term structure of the New Zealand bank bill market. The information content of sign and size of earnings announcements: New Zealand evidence
- Abstracts: A comment on Brockner et al. (1993). Publication records and tenure decisions in the field of strategic management
- Abstracts: Self-serving attributions, managerial cognition, and company performance. Upward management: getting in step with the boss
- Abstracts: Pension parachutes: more weapons in your arsenal to ward off a hostile takeover. Pension and benefit perspectives: the changing climate